IDEA

The return of Q3 production to Ingolstadt was staged as an open-air summer event – close to the brand, close to the people. A temporary container city made innovation accessible and transformed the world premiere of the new Q3 into a dialogue-oriented experience.

IMPLEMENTATION

Within a very short time, a modular brand world was created at the Audi site in Ingolstadt from walk-in shipping containers, which served as themed rooms for design, lighting technology, hybrid drive, and engineering. To kick things off, 500 international journalists were given exclusive insights, accompanied by expert discussions, VR drives, and an unboxing container as a dramatic leitmotif. In the evening, the format culminated in an arena production: the current vehicle fleet opened with precise driving choreography before the new Q3 was unveiled. CEO Gernot Döllner moderated from the middle of the audience. On the following days, the festival-like grounds were opened to the public.

CONCLUSION

The world premiere combined product staging, dialogue, and a festival atmosphere to create a credible live PR format. It became Audi's most wide-reaching staging in recent years.

QUICK FACTS

•    International journalists on the premiere day
•     Public guests on the following two days
•     Vehicle fleet in the reveal choreography
•     Wide-reaching staging